--- title: "Justin Timberlake and Jessica Biel join US protein soda brand Proda in first joint business venture" url: https://badiyaa.com/justin-timberlake-jessica-biel-proda-protein-soda/ published: 2026-10-15T03:00:00+01:00 modified: 2026-10-15T03:00:00+01:00 section: Entertainment publisher: Badiyaa --- # Justin Timberlake and Jessica Biel join US protein soda brand Proda in first joint business venture The couple became co-founders of a seven-month-old brand selling 12-ounce cans with 10 grams of whey protein at $39.95 for a 12-pack, about 33 cents per gram. Justin Timberlake and Jessica Biel have taken co-founder titles at Proda, a Los Angeles protein soda brand that has been on US shelves only since April. The company announced the move on Tuesday, October 13, 2026, and it is the first business the married couple have entered together. “We believe you shouldn’t have to choose between what tastes good and what’s good for you,” the pair said in a joint statement released by the company. In the same statement they said the chance “to work with Matthew and Jeff in shaping the brand, its products and where it goes next” was what drew them in. ## What Proda actually sells The product is a 12-ounce canned soda carrying 10 grams of clear whey protein isolate per can. The company lists zero sugar, 3 grams of fiber and roughly 45 calories, and says the drink is free of caffeine, gluten and lactose. The seven flavors lean on soda-fountain nostalgia: Root Beer, Cherry Lime, Classic Orange, Lemon Lime, Golden Apple, Strawberry Lemonade and a Shirley Temple. Proda was announced in March 2026 by Matthew Postlethwaite, an actor known for a role in the British crime drama *Peaky Blinders*, and Jeff Church, who co-founded the cold-pressed juice company Suja. Both remain co-CEOs. Sprouts Farmers Market signed on as its exclusive national launch retailer, and the cans reached Sprouts stores across the US on April 1 at $3.49 each. The grocer runs more than 480 stores in 25 states, so for now this is an American product; the brand also sells through Amazon and its own website, where free shipping on two or more cases is limited to the contiguous US. ## The price per gram On the brand’s own site a 12-can case costs $39.95, which the company rounds to $3.33 a can. Dividing by the protein gives the number that matters to anyone comparing it with a shake or a bar: - Online case: $39.95 for 12 cans is $3.33 a can, or about 33 cents for each gram of protein. - Sprouts launch price: $3.49 a can works out to about 35 cents per gram. - Two cases (the free-shipping threshold) cost $79.90 for 24 cans and 240 grams of protein in total. Those figures are list prices from the company’s spring announcement and its current online store, before any first-order discount. ## What the couple will do According to the company, Timberlake and Biel will work on creative strategy, flavor development, product development and cultural partnerships. The stated goal is to move Proda from a niche functional drink into grocery chains, warehouse clubs and direct-to-consumer sales across the country. A third new co-founder arrived the same day: Joey Gonzalez, executive chairman of the boutique fitness chain Barry’s, who the company says brings operational scale. The title deserves one plain sentence of explanation. A “co-founder” who arrives seven months after launch is usually a partner taking an equity stake and a public role rather than someone who built the original formula; the company has not published deal terms, and nothing released so far says how large a share the couple hold. ## Not their first drinks business Individually, both have worked in beverages before. In 2016 Timberlake became an investor in the drinks brand Bai with the title of chief flavor officer, and he also launched the 901 tequila brand. Biel co-founded Kinderfarms in 2021, a family wellness company whose range includes plant-based protein shakes for children. At the time she said that as a parent she wanted products free of unnecessary artificial ingredients. The careers behind the names are long ones. Biel has been acting since the 1990s, from the family drama *7th Heaven* to *The Sinner* in 2017, which brought her Golden Globe and Primetime Emmy nominations as star and executive producer. Timberlake is a Grammy and Emmy winner. The couple married in Italy in October 2012 and have two sons. ## A crowded cooler Proda is entering a busy category. Sparkling protein drinks are already sold by larger names such as Premier Protein and C4 Energy, and the wider push to add protein to everyday food has been driven by demand: market researcher Circana reported that 48% of US adults are actively trying to eat more protein, a rise of 7 percentage points on the previous year. The company describes itself as the fastest-turning protein soda in America, a retail term for how quickly a product sells off the shelf; it has not published the sales data behind that claim. The next measurable step is distribution. The announcement names grocery and club stores as targets, so the first new retail listing beyond Sprouts and Amazon will show whether the famous co-founders are moving cans. ## Further reading - [Wikipedia: Jessica Biel](https://en.wikipedia.org/wiki/Jessica_Biel) *Image: Gage Skidmore, CC BY-SA 2.0 via Wikimedia Commons* *This article was produced with AI assistance and reviewed by our Editorial Desk. [How we work](/editorial-policy/).*